The Times Company, owner of the New York Times has purchased About.com from Primedia for $410 million in cash. About.com employs approximately 500 experts or guides who create content on thousands of topics ranging from the arts to zoology, attracting 22-million visitors per month.

“The global reach of About.com and opportunities for cross-promotion between its channels and our digital properties will be additive for both businesses,” Janet Robinson, president and chief executive of the Times Company, said in a statement posted to the New York Times website.

Along with their flagship newspaper, the Times owns the Boston Globe, the International Herald Tribune, 16 regional newspapers, 8 television stations and 2 NYC radio stations. It also publishes nearly 40 unique news related websites.

About.com, which was put on the block late last year, also attracted interest from Google, Yahoo, Ask Jeeves and AOL.

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Jim Hedger is a senior editor for ISEDB.com. Also he is a writer, speaker and search engine marketing expert working for StepForth Search Engine Placement in Victoria BC. He has worked as an SEO for over 5 years and welcomes the opportunity to share his experience through interviews, articles and speaking engagements. Hedger can be reached at jimhedger@stepforth.com